creating your social media presence - creating your social media presence ... web site facebook...

High Impact Online CommunicationsHigh Impact Online Communications

Creating Your Creating Your Social Media PresenceSocial Media Presence

These training materials have been prepared by AspirationThese training materials have been prepared by Aspiration

These materials are distributed under a Creative Commons license: Attribution-ShareAlike 2.5 These materials are distributed under a Creative Commons license: Attribution-ShareAlike 2.5

IntroductionsIntroductions

Matt GarciaMatt Garcia

Director of Communications & TrainingDirector of Communications & Training

matt@aspirationtech.orgmatt@aspirationtech.org

Jessica SteimerJessica Steimer

Nonprofit Technology SpecialistNonprofit Technology Specialist

jessica@aspirationtech.orgjessica@aspirationtech.org

AspirationAspiration

NonprofitNonprofit

Helps nonprofits & organizations use technology better for their Helps nonprofits & organizations use technology better for their missionsmissions

IntroductionsIntroductions

Hello!Hello!

NameName

OrganizationOrganization

What you're hoping to get out of todayWhat you're hoping to get out of today

Our GoalsOur Goals

Explore the importance of social media in Explore the importance of social media in reaching online audiences and their appropriate reaching online audiences and their appropriate usesuses

Learn some basic workflows for common social Learn some basic workflows for common social media tools that you can use in your workmedia tools that you can use in your work

Demonstrate a process framework for Demonstrate a process framework for coordinating social mediacoordinating social media

Answer your questionsAnswer your questions

Today's AgendaToday's Agenda

We're going to talk about:We're going to talk about:

Using social media as a toolUsing social media as a tool

Compare common online Compare common online communications toolscommunications tools

Social media workflows Social media workflows

Construct a process to organize and Construct a process to organize and coordinate your organizational coordinate your organizational communications communications

First ThingsFirst Things

This training is envisioned as a dialogThis training is envisioned as a dialog

Please ask questions early and oftenPlease ask questions early and often

Especially if we use technical jargon of weird vocabEspecially if we use technical jargon of weird vocab

Make it valuable for you!Make it valuable for you!

What is Social Media?What is Social Media?

Online platforms that enable users to Online platforms that enable users to communicate, share, and collaborate with communicate, share, and collaborate with friends, friends of friends, even strangersfriends, friends of friends, even strangers

Social Media (YouTube, Flickr)Social Media (YouTube, Flickr)

Sharing digital contentSharing digital content

Social Networks (Facebook, Twitter, LinkedIn)Social Networks (Facebook, Twitter, LinkedIn)

Having conversationsHaving conversations

The lines blur :^)The lines blur :^)

What is Social Media Today?What is Social Media Today?

Conversations with people Conversations with people onlineonline

SocialSocial media media

Made for people, not Made for people, not organizationsorganizations

It's not going to work perfectlyIt's not going to work perfectly

Not your virtual megaphoneNot your virtual megaphone

Advantages of Social MediaAdvantages of Social Media

Get Relevant NewsGet Relevant News

Allows you to receive curated news from other Allows you to receive curated news from other people in your issue spacepeople in your issue space

Increase ExposureIncrease Exposure

Gives you easy access to new networks of people Gives you easy access to new networks of people through sharingthrough sharing

Generate Conversation & FeedbackGenerate Conversation & Feedback

Allows two-way conversationsAllows two-way conversations

Caveats of Social MediaCaveats of Social Media

Can take a lot of timeCan take a lot of time

Time = MoneyTime = Money

Big corporations want your dataBig corporations want your data

You are the productYou are the product

There are a billion toolsThere are a billion tools

It can take time to figure out which ones you needIt can take time to figure out which ones you need

Tools change EVERY. SINGLE. DAYTools change EVERY. SINGLE. DAY

You have to keep upYou have to keep up

Limitations of Online OrganizingLimitations of Online Organizing

Digital DividesDigital Divides

Never forget who is left out by “e” strategiesNever forget who is left out by “e” strategies

Trust relationships are best built in personTrust relationships are best built in person

Online organizing is most effective when it Online organizing is most effective when it leverages established social networks and leverages established social networks and communitiescommunities

Each community and campaign is differentEach community and campaign is different

Your mileage will varyYour mileage will vary

Social Media HousekeepingSocial Media Housekeeping

Lock down your virtual real estateLock down your virtual real estate

Reserve any accounts you could envision using now Reserve any accounts you could envision using now or in the futureor in the future

Facebook, Twitter, YouTube, FlickrFacebook, Twitter, YouTube, Flickr

Set them up to look like a familySet them up to look like a family

Strive for name consistency, usually an Strive for name consistency, usually an organizational domain nameorganizational domain name

But What Tool is Right for Me?But What Tool is Right for Me?

It depends...It depends...

Who are you trying to reach?Who are you trying to reach?

Where do they hang out online?Where do they hang out online?

It also depends...It also depends...

What are you trying to get done?What are you trying to get done?

What value or benefit can you offer?What value or benefit can you offer?

Overall you need to think through how you're using Overall you need to think through how you're using your limited resources to support the work of your your limited resources to support the work of your organizationorganization

Audience ExerciseAudience Exercise

Who are your top three audiences online?Who are your top three audiences online?

What are your goals?What are your goals?

MeasurableMeasurable

What does success look like?What does success look like?

Tool-AgnosticTool-Agnostic

Make sure your communications plan stays in tact when Make sure your communications plan stays in tact when the tool you're using fails youthe tool you're using fails you

Tool

Goal Goal Tool Tool

VSVS Goal

G o

al

Tool Agnostic?Tool Agnostic?

Goal

Tool Tool

Tool

Goal Goal

Goal

Tool

Go al

Example GoalsExample Goals

Goal Measurability What does success look like? Tools

Increase donations through online efforts

 Can ask people how they heard

 Track referring link of Donation Thank You page

50 new donators coming from online efforts

 Web Site  Facebook

Increase attendees at annual event through online efforts

 Compare this year's attendance to last year's

 Have a “How'd You Hear” place on registration

10% increase in attendance from last year

 Twitter  Texting

Bottom LineBottom Line

Online tools aren't a magic bulletOnline tools aren't a magic bullet

You need:You need:

An measurable goalAn measurable goal

A compelling messageA compelling message

Effective tactics to realize your goalEffective tactics to realize your goal

A plan for engaging supporters and well-defined ways for A plan for engaging supporters and well-defined ways for them to plug inthem to plug in

eAdvocacy is more about organizing and organizational eAdvocacy is more about organizing and organizational challenges than tech challengeschallenges than tech challenges

Aspiration's eAdvocacy InitiativeAspiration's eAdvocacy Initiative

►Goal: Organizational self-sufficiency onlineGoal: Organizational self-sufficiency online

►eAdvocacy capacity-building trainingseAdvocacy capacity-building trainings

►Social Source CommonsSocial Source Commons  http://socialsourcecommons.orghttp://socialsourcecommons.org

 Inventory of available toolsInventory of available tools

►SSC BlogSSC Blog  http://blog.socialsourcecommons.orghttp://blog.socialsourcecommons.org

4 Processes for Sustainability4 Processes for Sustainability

Goals & Audience AssessmentGoals & Audience Assessment

 Do you know who you're talking to?Do you know who you're talking to?

Publishing MatrixPublishing Matrix

 Do you have a model for when to u